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Brand Management: Co-creating Meaningful Brands | Second Edition

Compare Textbook Prices for Brand Management: Co-creating Meaningful Brands Second Edition ISBN 9781529720129 by Beverland, Michael
Author: Beverland, Michael
ISBN:1529720125
ISBN-13: 9781529720129
List Price: $85.73 (up to 62% savings)
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Details about Brand Management: Co-creating Meaningful Brands:

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands. 

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I have more than 10 years of teaching experience in various institutions in China and the United States. My teaching experience started in 1993 when I was an instructor in Shandong Medical University in China. I taught biochemistry full-time for 3... Read more

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